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Good morning!
In today’s newsletter,
Want people to notice your products?
Don’t stop at “Thank you for your order”
Glossier turned shopping into a cultural event
This issue takes just 1 minute to read!
Let’s dive into it👇
Brands That Stick
1. Want people to notice your products?
Put it somewhere it doesn’t belong.
It’s called chaos packaging, and it’s when brands intentionally break category design rules.
Generic olive oils vs Graza
Generic tampons vs Flo
Generic coffee vs NoNormal
Which of these made you look twice?
Amazon
2. Don’t stop at “Thank you for your order”
Amazon owns the sale. You should own the customer.
What goes on the insert card:
QR code → dedicated thank you page (NOT a shop page)
Hook: "Register your product" or "Get care tips + exclusive updates"
Capture email via form
Logo/branding links to homepage (compliant)
That’s all it takes to turn a rented buyer into your customer.
Community Centre
3. Glossier turned shopping into a cultural event
Studies show experiences make people about 5% happier than buying things.
Glossier understood that before anyone else did.
Instead of just selling products, they created immersive spaces:
Hidden selfie rooms ✔️
Ice cream pop-ups✔️
Pastel mirrors you can’t help but photograph✔️
People don’t post about moisturizers.
They post about moments.
Credit: 2026 CMO growth playbook
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